The variety of clays means there is one out there for everyone. “All skins benefit from clay,” says Noik, “particularly those who travel a lot or live in urban environments.” Even delicate skins can get a clay boost. “White halloysite is greatfor sensitive skin,” says skincare guru May Lindstrom. “It doesn’t draw out any oil, so it can even be used on dehydrated complexions.”

Like all trends, it began quietly. Clay, found in the ground of some of the world’s most isolated habitats, has recently been blended with innovative ingredients by a host of skincare brands. The results belie what you thought you knew about traditionally drying clay: cleansers that tackle redness, sensitive skin-friendly exfoliators, and masksthat boost hydration.